BACKGROUND:

Fruit Of The Loom was once one of the most widely sold apparel brands on the planet, known for their plain lines of t-shirts, vests and underwear. At their peak, they sold over $2B of product a year.

TASK : 

Come up with a social first, attention grabbing idea that re-introduces Gen Z to Fruit Of The Loom. Social platforms and their functions must be an integral part of your idea. But using them in an interesting and original way is key. Your idea has to show how you’ll use social to reach an audience that would traditionally be overlooked by the industry.

In the past, underwear options have been limited to specific gender categories, with little consideration given to the diverse needs and preferences of other individuals.

Spectrum by Fruit of The Loom is a gender-inclusive line of undergarments. We hope to help to break down barriers, provide accessibility and promote inclusivity in the world of fashion and underwear. Made with soft and breathable fabric, our collection is a comfortable and supportive solution for people of all genders. The line drop will be supported by a live stream Tik Tok gender-inclusive fashion show.